Despite massive strides in diversity and representation across industries, the beauty world continues to wrestle with one glaring issue: shade inclusivity. Nearly a decade into the movement for more inclusive makeup ranges, why do we still see brands falling short in offering a truly comprehensive spectrum of shades? Let’s unpack why shade inclusivity remains a challenge in 2025 and what needs to change.
The Progress So Far
It’s undeniable that the beauty industry has made some important progress. More brands than ever are launching foundations, concealers, and lipsticks in a wider variety of shades, acknowledging that beauty isn’t one-size-fits-all. Public demand, social media activism, and high-profile controversies have pushed companies to expand their offerings.
Brands like Fenty Beauty raised the bar with 50 foundation shades and inspired others to follow suit. But a closer look reveals that many brands still provide uneven shade ranges that don’t adequately serve medium to deep skin tones.
Why Is Shade Inclusivity Still a Problem?
1. Surface-Level Diversity, Deep-Rooted Challenges
Some brands add “more shades” as a marketing checkbox without fully committing to the complexity of undertones and variations in skin tone depth. The result? Shades that cluster too closely or fail to match well, leaving many consumers feeling underserved.
2. Formulation Complexities
Developing shades for deeper skin tones isn’t just about adding more pigment. It requires precise formulation to ensure the product looks natural, complements undertones, and performs well on different skin types. This takes R&D investment and expertise many brands haven’t prioritized.
3. Market Misconceptions
Some brands perceive deeper shades as niche or less profitable, despite clear evidence that inclusive products expand market share and brand loyalty. This outdated mindset can slow progress and limit options available on shelves.
4. Retail and Distribution Gaps
Even when brands offer a wide shade range, many retailers don’t stock the full selection, making it hard for customers to find their perfect match, especially outside major cities.
The Real Impact on Consumers
Shade exclusivity isn’t just a beauty problem—it’s a confidence and identity issue. When consumers can’t find products that match their skin tone, it sends a message that their beauty isn’t fully seen or valued. This gap affects purchasing decisions, brand loyalty, and ultimately, representation in the industry.
What Needs to Change?
- Authentic Commitment: Brands must prioritize inclusivity not just in marketing but in product development, with dedicated R&D teams focused on diverse skin tones.
- Comprehensive Shade Ranges: It’s not enough to have “light, medium, and dark” categories. Undertones, variations, and undertone combinations must be thoughtfully addressed.
- Inclusive Testing: Diverse panels of testers and real-world feedback can help brands develop products that truly work across the spectrum.
- Better Retail Accessibility: Full shade ranges should be available both online and in physical stores, especially in communities with diverse populations.
- Consumer Education: Helping consumers identify undertones and find the right shades empowers better purchasing decisions.
